The share of online shoppers making purchases directly from foreign online retailers differs from country to country within Europe. Of all the countries in the EU, small markets such as Cyprus, Malta and Luxembourg boasted the highest cross-border online shopper penetration last year. Generally, the share of online shoppers in the EU buying online from other EU member states was higher than the share of those buying from the rest of the world.

In Eastern Europe, cross-border online retail sales to Russia more than doubled in 2014. Chinese E-Commerce marketplace AliExpress significantly gained in popularity among Russian online shoppers and another China-based player, JD.com launched a Russian-language version of its website to gain a share of tens of millions of online orders shipped from China to Russia every year. In Poland, as well, AliExpress ranked in the top 3 overseas E-Commerce websites used by online shoppers, behind eBay and Amazon. Overall, the cross-border E-Commerce trend is expected to persist in all European sub-regions in the near future.

Key Questions Answered:

How is cross-border B2C E-Commerce evolving in Europe and around the world?

Which countries in Europe have the highest online shopper penetration rate?

Which countries are targeted by cross-border online shoppers across Europe?

How high are cross-border B2C E-Commerce exports and imports of some major European markets?